The Seven Secrets of Making Your Food Product Fly Off The Shelf
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My food packaging tips as shared at The Grocer's Build A Brand conference on 22nd October 2013 in London
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The Seven Secrets of Making Your Food Product Fly Off The Shelf
- 2. The Seven Secrets Of Flying Off the Shelf Tessa Stuart Packed Branding www.packedbranding.co.uk
- 3. Building A Product into a Brand What’s that? OK, I’ll try it – it’s a bit unfamiliar though Mmmmm or Meh – I might try again I am choosing to buy it (and my family/OH like it) I buy it regularly without thinking Automatic sale – I don’t think, I just reach out
- 4. Building A Brand To become a habit, brands rely on: • the creation of memory structures • the connection of neurons • the number of (strong) associations a customer has about a brand • The connection of those associations with usage (eg Heinz ketchup with sausages, CocaCola with happiness)
- 5. No Quick Fixes • Even in our instant age • …. building brand memories takes the same amount of time as it always did • But now there are many more distractions
- 6. Shoppers have less time and attention • Help The customer Understand What Your Product Is
- 8. Classic packaging mistakes 1. Evil Fonts People do NOT hang around in the chilled aisles puzzling out your arty fonts
- 9. Classic packaging mistakes: No 2 •WRITING YOUR BRAND NAME SO LARGE ON PACK That consumers have no idea what the product is
- 10. Classic Packaging Mistakes No 3 • Here’s a colour that only works with some foods…..
- 11. 4. Great Taste Gets You Bought!
- 12. 5. Keep It Simple Showing the juice off Pictures of fruit – images are easier to process than words are Innocent name and brand promise “Never ever from concentrate”
- 13. 6. Show It Off For passion fruit fans, the visible seeds act as a “visual magnet”
- 14. 7. Explain It “We originally launched Plain Jane for customers who just loved the base of our yoghurt.”
- 15. Customer Feedback…. “Customer emails were telling us the blue packaging and "Plain" name perhaps indicated a nonsweetened yoghurt…”
- 16. “We tweaked the name to Sweet Jane” Sweet Jane “We chose pink, a warmer colour” “We put a clear message on pack about the touch of honey in the yoghurt”
- 17. Collective Dairy’s result….. • “Not only are consumers really clear what’s on the pack….. • Sweet Jane sales have increased by 50%!”
- 18. 8. Size matters • Let Customers Buy You In Different Sizes For different eating occasionsanddifferent spends
- 19. Scandi: Peter’s Yard Crispbreads Storage tin and constant “Re-fill me reminder opportunity”! Big Storage tin Also great shelf presence in independents “Foodie gift” Canape Entry size Everyday
- 20. Let your sides do the talking
- 21. 9. Sample, sample, sample
- 22. 10. Create a ritual… • ….. Ritual G’Nosh Dips – for sharing and entertaining